We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
What's most important to you when you buy cooking oil?
Please select one.
What's most important to you when you buy cooking oil?Survey Results
1,481 Sustainability Focus:
837 Waste Focus:
1,501
Aggregate Insights
The emphatic majority of votes for "Healthiest option" suggests that health messaging is the best way to motivate consumers around ingredient changes.
The small percentage of votes for "Never really thought about it" suggests that ingredients are generally top of mind for consumers when they're shopping for cooking oil.
Further polling could explore the relative importance of each factor among audiences in various demographic brackets.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
1,481 Sustainability Focus:
837 Waste Focus:
1,501
Split Insights
The emphatic majority of votes for "Healthiest option" suggests that health concerns are top of mind for cooking oil shoppers regardless of contextual messaging.
The overperformance of "Most planet-friendly option" among voters reading articles with sustainability themes suggests that education can shape consumer motivation and potentially drive accelerated product adoption.
Further polling could ask respondents across different contexts how likely they are to switch to products with palm oil alternatives to determine whether adoption intent is tied to environmental education.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 10 syndicated web articles. It received a total of 3,823 responses and generated segmented data across 3 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
